Comprehensive online advertising campaigns
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Transcript of Comprehensive online advertising campaigns
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Comprehensive online advertising campaigns
Rade Tričković - Httpool Srbija
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- Bliska prošlost i status quo - ROI u Srbiji - 'Ko je kriv' ? - Šta treba uzeti u obzir - Case Studies - More Case Studies
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UZROCI koji su doveli do sadašnjeg stanja
- Online nije u fokusu ‘decision maker-a’
- Netransparentno tržište
- Kreativci zamišljaju TV spot - Kratki rokovi
- Nefleksibilnost online medija
- Nedostatak iskustva/ideja!
- DOBRA VEST !
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-Planirati na vreme
- Osobine interneta i internet oglašavanja - Interaktivnost- Viral- Omogućava highly personalized communication
- Microsite, baza podataka => CRM- Integracija sa drugim platformama- Tehnološki napredna rešenja
UZETI U OBZIR KADA SE PLANIRA
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-Postoje mnogi oblici internet oglašavanja- Specifično targetiranje- Website na kome se prikazuje oglas- Moguće je sa 'malim budžetom' uraditi 'velike stvari'- Razlika u odnosu na TV i Billboard- Kvalitet dolazi do izražaja
UZETI U OBZIR KADA SE PLANIRA
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CLIENT: VIPCASE : ALCIA KEYS
when personal becomes massive in new social networks environmentormaking viral on Facebook
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First brief
From: Sent: Wednesday, September 17, 2008 10:16 PMTo: HTTPOOLSubject: Media plan? Alcia Keys
Dragi decki, Treba mi jedan niskobudgetni media plan za oglasavanje na webu.Trajanje kampanje: 3 dana.Cilj nam je doseci sto veci broj korisnika (14-35)Komunicira se nagradna igra.Nazalost budget nam je samo 3.000 kuna (400 EUR)Ajde javite sto se moze unutar tog budgeta. THx, K.
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Concept from mail sent to client:zbog jako ogranicenog budzeta, pokusat cemo vise "partizanku" varijantu. -Napraviti stranicu na FB-u koja ce najavljivati dogadjaj
-Na samoj stranici pojasniti da mozes karte osvojiti ako kupis neku od usluga.
- Naravno, planiramo da svi koji se 'prikljuce' stranici mogu osvojiti karte (u manjem broju nego da su vip korisnici).- Napraviti striktno targetiranu kampanju (prema recimo interesima) preko koje mozemo pokriti nekih cca. 30 tisuca usko zainteresiranih osoba sa Alicia Keys i srodnu vrstu muzike.
-nasim 'gerilci' koji imaju puno prijatelja bi "nagovarali" ekipu da se pridruzi stranici sa ciljem da osvoje karte.
-dio budzeta bi odvojili na komuniciranje svima (znaci ne toliko usko segmentirano) koji bi najavljivao koncert i mogucnost osvajanja karata za Aliciu.
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We created “group”
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We created “group”and put recent news
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some of responses
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we made buzzz
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Capmapign started
our “viral partizans” started buzz..and people started to joning our grup...
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Oct 2
observing @ 6:03 pm 300 membersobserving @ 6:09 pm 310 membersobserving @ 6:29 pm 320 membersobserving @ 6:27 pm 330 membersobserving @ 6:40 pm 340 membersobserving @ 6:47 pm 350 members
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viral effect:
http://www.teen385.com/
http://www.croportal.net/
http://www.idesh.net/
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viral : teen385
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viral : idesh
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impressions from client after reciving viral results:From: Sent: Thursday, October 02, 2008 12:32 PMTo: HTTPOOLSubject: RE: Alicia Keys .
sve me jeza hvata koliko je internet mocan medij!
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Oct 3
observing @ 10:43 am 1270 membersobserving @ 1:14 pm 1500 membersobserving @ 6:26 pm 1900 membersobserving @ 8:32 pm 2100 members
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Oct 5
observing @ 3:11 pm 2800 members
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Oct 6
observing @ 10:39 am 4000 members
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Oct 7
observing , 4000+ members
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Oct 8
observing , 5000+ members
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Alicia Keys one of winners
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Photos uploaded on group
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Our narrow targeting on Facebook:
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ads on facebook (cpc)
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end of camapaign, friday5500 + members
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Yes, we made it...
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Oglašivač: Blitz Film & VideoNaziv kampanje: TwilightZakupljeni mediji: Facebook.com
Profili Edwarda Sumraka i Belle Sumrak su otvoreni na Facebooku za potrebe kampanje. U svega deset dana Edward Sumrak je skupio preko 1.120 prijatelja, a Bella Sumrak preko 660. Bez obzira što je kampanja završila, broj prijatelja na oba profila i dalje raste. Prijatelji oba profila prilično su aktivni i svakodnevno objavljuju fotografije s Edwardom i Bellom. Edward je tagiran na preko 600 fotografija, a Bella na 400, a neke fotografije imaju i po stotinjak komentara.
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Edward Sumrak je u samo 10 dana kampanje skupio 1.120 prijatelja, a Bella Sumrak 660 prijatelja
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Rezultati : 1 nedelja
• 370,225 Page views
• 97,144 Unique Visits
• 3.81 Pages/Visit
• 27,688 visits via 943 sources (referals)
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Httpool PonudaPrezentacijaPrezentacija
Httpool – Myspace Case Study Sensation
Httpool – Myspace Case Study Sensation
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Sensation Profile
Campaign Timeframe:17.11.2008 – 27.12.2008
Profile Features:• Videoplayer• Photos and Podcast• Radio-Streaming• Downloads (Wallpapers and Music
Store)• Link to the Website and Tickets• Friends and Comments
Main Facts:Profile Views: 21.091Friends: 2.544Comments: 289
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Profil features
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MEDIA PACKAGE
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Home takeovers
• Homepage Takeover Light
• Homepage Roadblock
• Homepage Takeover Complete
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Creatives
• Medium Rectangle (300x250)
• Leaderboard (728x90)
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Creatives
• Featured Profile (175x110)• XXL Banner (942x250)
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VIRAL EFFECT (C2C)
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Fun User Profile
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User Profile – Top Friends
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Profile – Comments Pre-Event
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Profile – Comments Post-Event
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User Photos and Videos Post-Event
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Reporting